Title of Paper

Destination Branding Incongruity from Stakeholder Perspective: Theoretical Framework and Empirical Evidence

Author Information

Hengyun Li, School of Hotel, Restaurant and Tourism Management, University of South CarolinaFollow
Fang Meng, School of Hotel, Restaurant and Tourism Management, University of South CarolinaFollow
Simon Hudson, School of Hotel, Restaurant and Tourism Management, University of South CarolinaFollow
David A. Cárdenas, School of Hotel, Restaurant and Tourism Management, University of South CarolinaFollow

Author Bios (50 Words for each Author)

Hengyun Li is a Ph.D. Candidate in the School of Hotel, Restaurant and Tourism Management at the University of South Carolina. His major research interests include economics, marketing, and big data analysis in hospitality and tourism management.

Fang Meng, Ph.D., Associate Professor in the School of Hotel, Restaurant and Tourism Management at the University of South Carolina. Her research interests include destination marketing, tourist behaviour/experience, and international tourism.

Simon Hudson, Ph.D., Professor and Director of SmartState Center of Economic Excellence in Tourism and Economic Development in the School of Hotel, Restaurant and Tourism Management at the University of South Carolina. His research interests include destination marketing, social media marketing, and tourist behaviour.

David A. Cárdenas, Ph.D., Assistant Professor in the School of Hotel, Restaurant and Tourism Management at the University of South Carolina. His research interests include sustainable development, resident attitudes, and tourism education

Abstract (150 Words)

Previous literature concentrates on destination branding based on the tourist perception, but stakeholders are commonly neglected. This study conceptualizes a theoretical framework attempting to understand the destination branding incongruity through destination identity, perceived destination image and destination tourism products, from the perspective of destination stakeholders. Moreover, empirical evidence based on the Pee Dee region in South Carolina, USA is provided to show the occurrence of destination branding incongruity. This study will contribute to both destination branding theory and incongruity theory.